Category: Marketing Attribution

June 30, 2017

Did you know that 43% of marketers claim that their biggest business challenge is proving the ROI of their marketing activities? As digital channels and tools for marketing and advertising become more robust and the amount of accessible data increases year over year, it has become harder for marketers to get a clear picture of where all of their clicks, views and shares are coming from, and what path a customer is taking that leads them to purchase. While 72% of consumers are looking for marketers to take an integrated approach and provide them with consistent messaging across channels, determining what marketing content to present along the path to purchase and the value of the investment that should be made per channel requires some thinking on the topic of marketing attribution.